The Research On Service Marketing Strategy Of MGSC Corp.

Automobile engineering service offers technical consult service of developing and manufacturing to automobile OEM.The international automobile engineering service corporations have strong ability on automobile development and project management,who can work on the automobile developing and manufacturing process designing for OEM’s R&D and manufacturing departments.This thesis analyzes the Service Marketing Strategy of Automobile Engineering Service Corporation by taking MGSC as the object of researching.MGSC has been operated in China for more than 10 years,and good market performance has been made with MGSC’s technical advantages.However,the marketing environment of automobile is changed,and OEM’s requirement on Engineering Service Corporation keep on raising.So that the engineering service marketing environment changes as well: firstly,the international engineering service corporations swarm into China and keep on investing.They have taken a big part of marketing share from MGSC;secondly,the technical capability of local engineering service corporations have been improved by learning and researching that the gap between local engineering service corporations and MGSC have been shrunk;finally,engineering capability of automobile OEMs’ R&D department are greatly improved and not so heavily rely on technical input from engineering corporations as before.MGSC’s marketing share is carved up,and the leading position in Chinese market is threated.The Service Marketing Strategy of MGSC needs to be adjusted due to changed external environment.This thesis uses the basic theories and methods to analyze MGSC’s Service Marketing Strategy status and recognizes that engineering service corporations need to treat customer’s demand as core of business.The corporation needs to keep on finding customer’s demand and improving customer’s satisfaction greatly,so that the customer can keep on buying and the market performance can be improved accordingly.Since customers have different kinds of background,these customers are divided into several portions,and the Service Marketing Strategy for MGSC is designed basing on it by using model of 7Ps.